ESG Trends: The Czech startup Localazy fights against language exclusion

Imagine you go online and all the content is in Tajik. You probably don’t understand it, so you can’t learn anything, get anything done, or make any purchases. In a nutshell, this is how language-based exclusion works, affecting billions of people worldwide who don’t speak English.

Most information on the internet is delivered in this global language, and translations are often done automatically, resulting in clunky and awkward text. This issue should be of particular concern not only to businesses, which can genuinely attract more customers by counteracting this phenomenon through localized translation, but also to foundations and non-profit organizations that can spread their mission on an international scale.

Language – A Tool for Understanding

Since the dawn of time, language has been one of the most important tools for communication among people. It allows us to understand reality, exchange knowledge, and express emotions. There are over 7,000 languages in the world, with even more dialects, each containing unique cultural and historical content that distinguishes it from others. Specific words, phrases, and contexts not only help us be understood but also make us part of a certain community. After all, every language has its own "Karen."

This is why proper use of language is a powerful tool for many organizations. It's not enough to avoid mistakes when communicating with foreign partners or clients. Automatic website translations are also insufficient. Today, you need to communicate with customers in their everyday language, taking into account cultural and social context. Tailored narratives and local messaging can become a source of competitive advantage and an effective tool for international expansion, while also contributing to an important social goal—reducing language-based exclusion.

Language-Based Exclusion – A Real Problem

The well-known linguist David Crystal wrote at the beginning of the 21st century: "Linguistic power will be on the side of those for whom the global language is a native language, rather than those who must acquire it as an official or foreign language." Since English became the global language, it has gradually permeated more areas of our daily lives. This has been facilitated by the globalization of knowledge and information and the widespread access to the internet, which is available to about 5 billion people.

However, English is the native language for only 400-500 million people. This becomes a reason for exclusion, particularly for people from lower social classes who, due to their circumstances, often have insufficient knowledge of it. They have limited access to content, knowledge, and entertainment, which triggers a vicious cycle of further social exclusion. The dominance of English leads to social inequalities, such as in China, where those who speak it are almost guaranteed higher social status and prestige.

Language-based exclusion takes on additional significance in the political context. Cyberspace is now an important battlefield for international conflicts, and shaping public opinion is an extremely important political tool. In non-democratic countries, access to content is often restricted, creating an information bubble for citizens. Some use VPNs to access reliable news from abroad. For many, however, the obstacle remains that this content is not available in their language. The importance of this issue is highlighted by recent geopolitical tensions and the war in Ukraine.

The language barrier is also a problem for businesses. According to CSA Research, 76% of consumers prefer to make purchases in their native language. This means that websites not adapted to the linguistic conditions of the markets they operate in are not fully realizing their sales potential.

Companies expanding abroad should take into account that for up to 50% of customers, access to information in their native language is more important than price, and 70% of customers are more engaged with content when they read it in their own language – emphasizes Václav Hodek, CEO of Localazy, citing research results.

Local Context Matters

Today, we often rely on automatic translators to help us translate online content. For example, Google allows you to translate a webpage with a few clicks, but anyone who has used this option knows how clumsy these translations can be. They are often so inaccurate that it’s difficult to understand the text, let alone adapt it to local conditions.

One company that recognized this problem is the Czech startup Localazy, which provides location-based translations tailored to cultural and social dimensions. To achieve this, they use AI-powered solutions and collaborate with experts and native speakers who best understand local contexts. Reading such well-prepared texts, you get the impression that they were originally written for the native audience.

– The main goal that guided Localazy from the very beginning was to reduce inequalities in access to information and resources resulting from the disparities in languages in which content is offered online. We knew that adapting a product to a specific, often small market, requires a tremendous amount of work and financial resources. However, localization is not just about translating words, but also transforming content in a way that takes into account the cultural context of a given region, which significantly impacts its perception – explains Václav Hodek, CEO of Localazy. This is why when creating Localazy, we decided to approach localization comprehensively. Our platform combines AI-powered technology, experienced translators, and local market experts, thus helping companies and organizations effectively expand internationally while guaranteeing the highest quality translations.

Localization Can Counteract Language-Based Exclusion

Localization is extremely important from many perspectives. First and foremost, it provides equal access to online content for all users, regardless of their knowledge of English. Secondly, it enables education and access to information on equal terms, which is particularly important in political and social contexts. Thirdly, it allows for making purchases without the need to know the entrepreneur's language, benefiting both companies and the entire economy.

Localization should be used by any internationally operating company that wants to be socially responsible. Social inclusion, mitigating problems caused by language barriers, and greater user engagement are the primary benefits it brings. It's a solution that benefits companies, customers, and society as a whole."

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